ACE Hardware Show

2019 Event | Show Look + Feel Concepts

ROLE
Art Director | Karin Schroeder

Pitched idea to illustrate stylized ACE storefronts for the 2019 show look and feel. Illustrated as well as directed building artwork, designed elements for show floor and created client presentations.

OVERVIEW
We had just completed a very well received 2018 Spring ACE Hardware show in Dallas, Texas. The client was thrilled with the outcome of the newly redesigned show floor flow and graphic theme – now they were looking to push the event to the next level – challenging us with the 2019 creative campaign.

We proposed “ACE – The Community Place” to support the art direction concept creating custom illustrations using a handful of ACE storefronts from various regions of the United States. A series of posters would be printed which could be made for purchase or giveaways for attendees. Each of these locations would be a feature story on social media channels, as well as email blasts to get attendees excited to attend the show in person. We also proposed a series of video interviews from each feature location as well, utilizing our Freeman Digital partners to do the production.

After going through hundreds of location photos from the ACE marketing team – we chose 11 sites which represented each region uniquely. I directed the illustrators using the storefront photos which they interpreted using the bold graphic illustration style we were trying to achieve.

Once the illustrations were complete, several wayfinding elements were designed in the overarching show aesthetic utilizing color “zones” to guide attendees throughout the show floor. The custom illustrations were breathtaking and the personal touches for each region made it fun to guess which area they were from. Unfortunately a new VP of marketing was hired after this campaign was almost complete – changing direction and bringing it to their internal marketing team.

TEAM
Creative Director | Brian Teplitzky
Illustrators | Anniken Fuller, Karin Schroeder, Trevor Beaty
Account Rep | Bob Audette